NEW YORK — Calvin Klein’s new men’s fragrance, Calvin Klein Man, will receive an extra push from a provocative ad campaign to help launch the new classic scent this October. Much like the spicy scent itself, the ad, which features model Garrett Neff, aims to celebrate masculine strength and the beauty of the male physique.
Launching in the U.S. at Macy’s East and West stores on Sept. 24—and followed by a full rollout to 2,200 doors in October—Calvin Klein Man is positioned to be the house’s new premium-priced classic. The scent was developed by Firmenich Perfumers Jacques Cavallier and Harry Fremont in conjunction with consultant Ann Gottlieb, and is classified as a spicy wood fragrance. While the company would not divulge projections, industry sources estimate that Calvin Klein Man could do $25 million in retail in the U.S. in its first year, making the sexy scent one of the five top-selling men’s fragrances in the U.S.
The TV campaign for Man includes 15- and 30-second spots and will begin running nationally the week of Oct. 15, according to Lori Singer, vice-president of global marketing for Calvin Klein Fragrances at Coty Prestige. Highlighting Neff in dramatic sweeping landscapes, the television commercials will be supported by a print campaign spotlighting Neff’s body against a minimal white background in the October and November books of Men’s Vogue, Men’s Health and People, among others.
“With Calvin Klein Man we wanted to create a modern version of the original Calvin Klein point of view, where men were strong, masculine and powerful—the essence of Calvin Klein,” said longtime Calvin Klein collaborator Fabien Baron of Baron and Baron, which directed and photographed the ads with CRK Advertising. Industry sources estimate Calvin Klein Fragrance’s advertising budget in the U.S. is anywhere between $7 million and $10 million.
The signature fragrance’s target audience is men between the ages of 25 and 40, according to Singer. The collection includes eaux de toilette sprays in two sizes: 1.7 ounces and 3.4 ounces for $48 and $65, respectively. Grooming products include an after-shave splash and balm, as well as a deodorant, shampoo and body wash.
Calvin Klein Fragrances is the largest fragrance brand in the Coty Prestige Portfolio, which Singer said experienced double-digit growth in both 2005 and 2006.